At the opening ceremony, Ha Van Sieu, deputy director of the Vietnam National Authority of Tourism, affirmed that Germany remains one of Vietnam’s key tourism markets. In 2024, nearly 250,000 German visitors travelled to Vietnam, a full recovery compared to pre-pandemic levels. In the first five months of 2025 alone, nearly 140,000 Germans visited Vietnam, an increase of more than 16% year-on-year.

Sieu noted that German tourists often seek in-depth cultural, historical, and nature-based experiences, favouring long trips that are environmentally friendly and respectful of local traditions. “Slow travel,” centered on sustainability and personalised experiences, has become a dominant trend among German travelers.

To meet this demand, Vietnam has been focusing on developing tourism products that are rich in identity, sustainable, and customised. Heritage tours in destinations like Hanoi, Hue, Hoi An, and Ninh Binh offer deep cultural and historical immersion. Nature-based experiences such as cruising in Ha Long Bay, trekking in Sa Pa or Ha Giang, and exploring Phong Nha – Ke Bang or the Central Highlands allow travelers to connect with Vietnam’s breathtaking landscapes.

Island and beach tourism combined with local cultural experiences in Phu Quoc, Nha Trang, Hoi An, and Quy Nhon also continue to attract German tourists.

Sieu expressed hope that every trip not only offers a fulfilling experience for German visitors, but also serves as a cultural bridge, strengthening the friendship between the peoples of Vietnam and Germany.

At the event, Nguyen Thi Thu Ha, counsellor at the Vietnamese Embassy in Germany, remarked that tourism is not just about travel, it is a bridge that connects cultures, fosters mutual understanding, and drives economic development.

This event reflects the close ties between the two countries and will further enhance cultural and economic cooperation between Vietnam and Germany, said Ha.

The Munich event also highlighted Vietnam’s unique cultural assets, from cuisine and traditional crafts to sustainable tourism offerings. A special highlight was the presence of representatives from Hue city, guiding attendees through the cultural heart of Vietnam’s heritage.

According to a recent online survey by Agoda, Vietnam ranks fifth among the most searched Asian destinations by European travellers behind Malaysia, Japan, Indonesia, and Thailand thanks to its stunning landscapes, rich culture, and renowned hospitality, all of which resonate deeply with German tourists who value authentic, meaningful experiences.

The programme was jointly held by the Ministry of Culture, Sports and Tourism in coordination with the Vietnam Tourism Development Support Fund.

Vietnamese culture promoted at multicultural festival in Germany

Huong Viet magazine and the Vietnam–Germany Association in Schwaben co-organised a special cultural programme titled “Huong sac Viet” (The Essence and Colours of Vietnam) on June 28–29 as part of Sommerfest, the largest multicultural festival in Augsburg city, Bavaria state, Germany.